They say a picture is worth a thousand words and that’s because a good photo tells a story and conveys the essence of your brand more effectively than words. In fact, studies show that people remember 80% of what they see and just 20% of what they read. To make the case even stronger, Etsy, the e-commerce web giant that sells handmade items recently conducted a poll of its customers and found that image quality is the MOST important factor in a customer’s buying decision.

Needless to say, good photography can make or break your business. Amazing photos are essential for e-commerce sales, PR, and social media. And for most of us, capturing great shots means hiring a professional photographer who possess creativity and technical expertise.

And once you find the right resource/photographer, you’ll want to start thinking about your shot list. A shot list is a list of potential photos that you need for marketing/PR. It’s also a good way to organize your thoughts and maximize your time with the photographer.

Types of Shots You’ll Want for Marketing/PR

Studio Shot: Your product shot in a white/plain back drop.

Lifestyle Shot: Showcasing your product in its natural setting. For example, food brands may want to stylize a table setting featuring their product.

Detail Shot: A close up of your product from a variety of angles.

Packaging Shot: Images of your product’s packaging.

Group Shot: Photos of your complete product line.

Founders Shot: A photo of the founder with the product. Very important for PR purposes.

And before you hire a photographer, be sure to ask about usage rights and fees, how they price their jobs and turnaround time.